In today’s content-saturated world, podcasts invite consumers into a more personal experience that feels like a conversation with a trusted friend. Podcast hosts share their perspective, stories, information that enriches the lives of their listeners.

For brands who want to reach those consumers, how do they join that conversation, and why is it so effective?

Let’s break down what makes podcast such an effective medium for brands to join a conversation and build trust and connection with listeners.

1. Why Does Podcasting Resonate with Consumers?

Podcasts are consumed during intimate, often solitary moments—on a walk, in the car, or while winding down. That context creates a unique opportunity for brands to show up not just as advertisers, but as trusted voices.

That trust is built through value and emotional resonance, not volume. That’s why audio works: it’s immersive, emotional, and rooted in human connection. And the data supports it. According to PMX/Magid/iHeartMedia, podcast hosts are viewed as 3× more non-judgmental. In addition, radio hosts are seen as nearly 2× more authentic than social media influencers. These are powerful signals of the trust listeners place in audio voices.

"According to PMX/Magid/iHeartMedia, podcast hosts are viewed as 3× more non-judgmental. In addition, radio hosts are seen as nearly 2× more authentic than social media influencers. "

2. Is Podcast Advertising Effective for Brands?

Absolutely. Podcast advertising offers a rare combination of attention, authenticity, and alignment. Listeners trust their favorite hosts, making brand messages feel more like recommendations than ads. In fact, 69% of podcast listeners say they have a more positive opinion of brands that support their favorite shows (IAB 2024), and 71% are more open to advertisers’ services (Sounds Profitable). These numbers reinforce that when brands show up in ways that feel personal and values-aligned, audiences respond with loyalty.

• 69% of podcast listeners say they have a more positive opinion of brands that support their favorite shows
• 71% are more open to advertisers’ services

3. How Can a Brand Reach a Large Audience with Audio?

Podcasting is a cultural force, with over half of Americans consuming podcasts regularly (Edison Research, Infinite Dial 2025). Where is that time coming from? It’s replacing time with other media at scale. Edison Research shows that podcast listeners are shifting time away from streaming TV, social media, and even print, making it a high-impact channel for reaching engaged audiences. Podcasting usage is growing across audiences and generations, too. Podcast listening increased across every age group over the past years, per Edison Share of Ear (2020-2025). Plus, when you combine podcast with broadcast radio, you can increase scale quickly against every audience.

4. What are Examples of Successful Podcast Campaigns?

Podcast advertising has driven measurable results for companies across sectors—from national retailers launching new product lines to financial institutions promoting educational content. These campaigns succeed by tapping into the credibility of hosts and the loyalty of listeners, resulting in increased brand awareness, website traffic, and direct conversions. Measuring podcast effectiveness should be a part of every campaign. The good news is the same tools and measurement capabilities that many advertisers use in digital measurement can be used in podcasting. Ultimately, when the message aligns with the values of the podcast and the mindset of the listener, it doesn’t just reach, it resonates.

Takeaway

Audio advertising works because it offers something unique: human connection. For marketers, that means leaning into audio not just as a media channel—but as a trust-building strategy.

Ready to Explore Audio for Your Brand?

Connect with iHeart to learn how podcast and radio advertising can help your brand build trust, reach engaged audiences, and drive meaningful results.